AWL Agri Business Ltd., formerly Adani Wilmar Ltd., has brought back its much-loved Ilish campaign for Fortune Kachi Ghani Mustard Oil, celebrating Bengal’s enduring love for Ilish through an extensive series of consumer experiences across West Bengal. This year, the campaign has been refreshed with a new key visual featuring Bhojan Bahini, Fortune’s popular food police led by Sourav Ganguly and Abhir Chatterjee, reinforcing Fortune Kachi Ghani Mustard Oil as the preferred choice for preparing Bengal’s beloved Ilish. The refreshed campaign further strengthens Fortune KGMO’s cultural connect and affinity with Bengali consumers.
Commenting on the campaign, Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said, “Ilish is much more than a fish for Bengal. It is an emotion deeply woven into Bengal’s culture, traditions, and food memories of Bengali households. Through the Fortune Ilish Campaign, we are delighted to celebrate this enduring connection and bring the brand closer to consumers through experiences that reflect Bengal’s deep-rooted love for its food and traditions. With an extensive presence across key consumer touchpoints, our endeavour is to strengthen Fortune Kachi Ghani Mustard Oil’s association with Bengal’s rich culinary heritage.”
As part of the campaign, Fortune invited consumers across participating fish markets to take part in the ‘Heaviest Ilish Challenge’, where consumers could get their Ilish weighed for an opportunity to win prize money along with a yearly supply of Fortune Kachi Ghani Mustard Oil. The challenge was rolled out across 11 key fish markets in Kolkata and its surrounding areas.
The fish market activations also featured a spin the wheel activity, where consumers with Ilish weighing more than 1 kg could win exciting prizes. Consumers were also invited to vote for their favourite Ilish preparations, including Bhapa Ilish, Sorshe Ilish, Tel Jhol, Paturi and Machher Tok, bringing together food, participation and Bengal’s rich culinary traditions.
The campaign is being amplified through extensive on ground activations across key locations in West Bengal, with a focus on consumer engagement at key purchase points, brand visibility and maximising consumer touchpoints at the point of purchase. The initiative covers 50 fish markets through branding across shop boards, outlets and other consumer touchpoints.
The campaign also features an extensive transit media presence comprising 23 full bus wraps and two taxis creating high visibility for Fortune Kachi Ghani Mustard Oil across key consumer routes. To extend the campaign into smaller towns, Fortune is also undertaking Canter Van activations, enabling the brand to engage consumers across rural and emerging markets.
Further amplifying the campaign’s city presence are 22 regular hoardings and one innovative hoarding, designed to drive wider visibility and create buzz around Fortune Kachi Ghani Mustard Oil’s Ilish campaign.
The digital activation will feature Abir Chatterjee as part of the Bhojan Bahini collaboration with Chef Atanu’s Rannaghar, one of Bengal’s popular culinary influencer platforms. Through engaging content, Abir will explore Atanu’s signature Ilish recipe while encouraging audiences to choose Fortune Kachi Ghani Mustard Oil, Bengal’s No. 1 mustard oil, for preparing Bengal’s beloved Ilish. The same communication will be further amplified through an influencer campaign, extending the campaign’s reach and engagement across digital audiences.
Apart from its on ground and digital initiatives, Fortune Kachi Ghani Mustard Oil is also live across traditional media, including television and print through block advertisements, further amplifying the campaign’s visibility among consumers across Bengal.
Through Bhojan Bahini, Fortune continues to champion the use of the right oil for the right food occasion, with Fortune Kachi Ghani Mustard Oil taking centre stage during Bengal’s much loved Ilish season.
With its latest Ilish campaign, Fortune Kachi Ghani Mustard Oil continues to deepen its association with Bengal’s rich culinary culture while creating meaningful consumer touchpoints around one of the region’s most cherished food traditions. Through a combination of consumer engagement, extensive on ground visibility, digital storytelling and traditional media, the campaign brings Fortune closer to Bengali households during the Ilish season.
